Cadillac is currently trying to find and improve the image and relevancy of its brand, so why not go Formula One racing? It may sound a bit ridiculous at first, but the General Motors luxury brand has said it wants to go head-to-head with the Germans, all of which have competed in the top-tier of motorsports at some point in time.
Cadillac Racing may have fun running the table in the Pirelli World Challenge series, and may continue to do so with the new ATS-V.R GT3 race car, but there is no racing scale grander than Formula One. But not only is the competition greater, F1 racing is big money. Huge money. Possibly even illegal-to-be-charging-so-much-money money.NASCAR team owners Gene Haa is currently looking to start the next American F1 team, and said some teams spend $50 million going F1 racing each year, with top teams like Red Bull and Ferrari spending closer to $500 million. Mercedes-Benz, this year’s F1 champion, received an invaluable amount of positive press and publicity as a result of their successful F1 campaign, making it a sound investment for the automaker. Not to mention the technology development that trickles down to its production cars in the process.
In theory, it would be the same for Cadillac. If they found a way to go F1 racing, it would no doubt help with the performance image their trying to establish, and it would be one of the best things to help the struggling brand relevancy CMO Uwe Ellinghaus talks about. But even though F1 is slowly growing in popularity in North America, the majority of its fans are outside of the U.S., which is still Cadillac’s largest market.
Entering F1 could help Cadillac’s image and relevancy in European markets, where it wishes to expand significantly in coming years, but it would be hard to justify the huge investment needed. Do you think Cadillac could work in F1? If not, which race series would you like to see them enter? Shout in the comments below.